New York, NY, January 11, 2011 The Gay & Lesbian Alliance Against Defamation (GLAAD), the nation's lesbian, gay, bisexual and transgender (LGBT) media advocacy and anti-defamation organization, announced today a year-long partnership with RÖKK Vodka, the freeze-filtered imported Swedish vodka from Diageo.

As part of the premiere partnership, RÖKK will act as the national presenting partner of the 22nd Annual GLAAD Media Awards, supporting the flagship events in New York, Los Angeles and San Francisco. The brand will also have a strong presence at the cineGLAAD panels on LGBT films at the 2011 Sundance Film Festival, as well as GLAAD's 25th anniversary events, community events around the country and the 3rd Annual GLAAD Media Awards in Advertising.

GLAAD chose RÖKK Vodka for this exciting role because of the brand's unwavering support of the LGBT community and its commitment to GLAAD that began in 2010 in conjunction with the brand's U.S. launch. The brand's first marketing efforts were geared toward LGBT consumers in New York City, and RÖKK Vodka has since worked with several national and local LGBT organizations to help promote full equality. In addition, parent company Diageo was awarded a perfect score on the Human Rights Campaign's (HRC) Corporate Equality Index (CEI) in 2010 for the third year in a row.

"We are honored and thrilled that RÖKK Vodka has joined us as a premiere partner in 2011 to help GLAAD celebrate 25 years of amplifying lesbian, gay, bisexual and transgender voices," said GLAAD President Jarrett Barrios. "Diageo's steadfast commitment to full equality, as well as the company's tremendous support in 2010, makes RÖKK Vodka an obvious choice for GLAAD's 2011 premiere partner. Together with RÖKK Vodka, GLAAD will continue its work to create a world in which everyone is accepted, respected and valued for who they are."

"Since 1985, GLAAD has worked through the media to share stories that highlight the common ground we all share. The organization has made a tremendous impact in growing acceptance of the LGBT community, and RÖKK Vodka is thrilled to align with such a prestigious organization by serving as a 2011 premiere partner and the national presenting partner of the 22nd Annual GLAAD Media Awards," said Adam Rosen, Brand Director, Vodka. "RÖKK truly believes in the importance of inclusiveness and is proud to support GLAAD's initiatives as we continue to serve as a leading brand in the LGBT community."

The GLAAD Media Awards elevate and promote fair, accurate and inclusive stories of LGBT issues, people and allies that have increased awareness, understanding and respect for the lives of LGBT people. The GLAAD Media Awards also fund GLAAD's work to amplify the stories of LGBT people and issues that build support for equality. Nominees and Special Honorees will be announced in January 2011.

The GLAAD Media Awards ceremonies will be held in New York on March 19, 2011 at the Marriott Marquis; in Los Angeles on April 9 at the Hyatt Regency Century Plaza; and in San Francisco on May 14 at the Marriott Marquis.

For additional information on GLAAD, please visit www.GLAAD.org.

For additional information on RÖKK Vodka, please visit www.ROKKvodka.com, and always remember to drink RÖKK responsibly.

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About GLAAD: The Gay & Lesbian Alliance Against Defamation (GLAAD) is dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation. For more information, please visit www.glaad.org.

About Diageo: Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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